(This award is given annually to papers published in IJRM that are judged to have made a long-term impact on the field of marketing. Eligible papers were published 10-15 years prior to the year the award is being given. For this year, these are papers from 2004-2009 inclusive. Winner will be chosen by a committee with the use of the following criteria: (1) the votes the paper received from the IJRM Editorial Board (resulting from two rounds of voting), (2) the paper’s ISI and Google Scholar citations, and (3) the paper’s quality, as assessed by the award committee’s in-depth reading.)